The Lover Archetype: 10 Branding Examples

Arek Dvornechcuck
Branding Expert

I'm a strategist and designer based in New York who help brands grow by crafting distinctive brand identities, backed by strategy. Need help with your project?—Get in touch

If you’re interested in using the Lover archetype to their brand strategy, this 10 examples of Lover brands is for you.

In this article, I’m going to show you 10 examples of using the Lover archetype in branding.

We are going to talk about the Lover archetype and its traits and characteristics.

Then I will give you three concrete examples of the Lover brands in real life, and I will describe what they do in terms of the expression:

What kind of voice, message, colors, fonts and imagery they use to express that persona?

We will also talk about some of the best use case scenarios for using the Lover Archetype.

The Lover Archetype

Furthermore, I will show you how the Lover archetype fits into the overall archetypal framework.

What are the levels for this archetype? Yes, there are levels for this game.

We’ve got 12 main archetypes, but there are actually 60 archetypes in total.

So, the Lover archetype family consists of: the Romantic, the Companion, the Hedonist, and the Matchmaker.

The Lover Archetype

  1. Lover Archetype Definition
  2. Lover Archetype Examples
  3. Lover Archetype Expression
  4. Lover Archetype Use Case
  5. Lover Archetype Family

1. Lover Archetype Definition

The Lover is all about being in a relationship with people, work, experiences, and surroundings that they love.

The Lover archetype’s motto is: “Love is the meaning of life”.

Lovers may be known as partners, intimates, matchmakers, enthusiasts, connoisseurs, sensualists, and team builders.

Lover Archetype Definition

It is also frequently used by filmmakers, and Marilyn Monroe personifies the lover in Some Like It Hot.

The Lover desires the experience of intimacy, connection, and sensual pleasure and will use any method available to attain it.

Love pertains to all sorts of human love, from parental, to friendship, to spiritual, but the most important is romantic love.

Instead of focusing on the whole group, Lover has a deep, intimate relationship with one person at a time.

They want to improve their physical and emotional attractiveness so that they can be more attractive to other people.

This leads to a loving experience that transcends emotions and mindsets to become a way of being.

They are romantics who are motivated not just to receive but also to be able to give love.

The Lover’s core desire is to attain intimacy and experience sensual pleasure.

If your brand is the Lover, you assist those who yearn for a strong connection with the person they adore.

They fear being alone, a wallflower, unwanted, or unloved.

2. Lover Archetype Examples (10)

Now, let me give you some examples of using the Lover Archetype in branding.

What are some examples of the Lover archetype?

These brands that I will mention are the best examples that you can use if you want to use the Lover archetype in your brand strategy.

Lover Archetype Examples (10)

Victoria’s Secret (1)

Victoria’s Secret is the perfect example of a Lover brand.

Victoria’s Secret

They are a lingerie brand, so their messaging is loaded with sensuality, especially in their colors and imagery.

They emphasize every woman’s attractiveness.

With their tagline "Including all women", their advertisements are of women living a happy and confident life.

They are all about intimacy and connection — which gratifies the Lover brand.

Chanel (2)

The second example is Chanel, which is a luxury brand that focuses on women’s luxury goods.


Chanel presents itself as a passionate Lover's brand that makes women feel appealing and alluring.

The brand’s slogan is "To be irreplaceable, one must be different", which embodies the Lover archetype.

Chanel’s ideology is excellent for the entire world, not just the fashion industry.

Christian Dior (3)

Christian Dior is another example of a brand adopting the Lover archetype.

Christian Dior

The brand broke with tradition by making collections that were filled with fantasy and enchantment.

You can learn the core of the Lover brand by watching any Christian Dior advertisement.

With its slogan "Sisterhood is forever", Dior had only one obsession: to help women regain their joy, grace, and beauty.

Louboutin (4)

Another example is Louboutin, which specializes in high-end stiletto footwear.


One feature that distinguishes Christian Louboutin is their gorgeous, red-lacquered soles.

They believe that their shoes can "make a woman seem seductive, lovely, and make her legs look as long as they can".

And, their slogan is a natural Lover Archetype, "The higher the better. High heels empower women in a way".

Hallmark (5)

Now, we take a break from sex and romance to explore familial love.


Hallmark is a Lover brand in the sense that it assists families, coworkers, and friends to divulge their feelings.

This brand is dedicated to giving people the chance to express their love through writing.

Also, the company's values include things like making people's lives better and showing them how much they mean to them.

Godiva (6)

Another and totally different example of a brand adopting the Lover archetype is Godiva, a Belgian chocolatier.


Godiva's brand messaging incorporates sexuality and relationships to create passionate sensations in its target audience.

They seek to satisfy the notion of understanding exactly how and when you deserve to reward yourself.

Haagen-Dazs (7)

When it comes to what makes a premium ice cream luxurious, Haagen-Dazs has set the standard high.


Their advertisements are so pleasurable that they make you want to drool over ice cream.

They exclusively use high-quality, hand-picked ingredients.

Their goal was to create the most wonderful ice cream the world had ever tasted.

A mouthful of luxury to let them escape the mundane.

L'Oréal (8)

L'Oréal's mission aligns flawlessly with the Lover archetype values:


"To offer to all women and men on the planet the best of beauty in terms of quality, efficacy, safety, and responsibility".

They have chosen to put their skills to work for everyone all around the world, meeting the endless variety of their aesthetic desires.

Alfa Romeo (9)

Alfa Romeo is an Italian premium car manufacturer, and their tagline is "Without heart, we are simple machines".

Alfa Romeo

The brand embraces the concept that, in order for a consumer to want to buy their car, they must 'love' it.

This is due to the fact that a car is obviously not a cheap buy, and some people even base their entire existence on their car.

Cesar (10)

And last but not least, is Cesar, a dog food brand that depicted a heartwarming interaction between a man and his dog in its advertisement.


They succeeded in emphasizing a companionship dynamic rather than a caregiver one.

This becomes a relationship between two equals rather than just a man and his dog.

Each individual loves and is loved in return.

3. Lover Archetype Expression

Now that you’ve got some examples of Lover brands, let me summarize how the Lover archetype might be expressed in branding.

Lover brands use sensual, empathetic, and soothing tones of voices.

Lover brands will usually market themselves as sensual, passionate, feminine, sweet, and romantic.

Lover Archetype Expression

Another way of communicating for Lover brands is by giving their customers the means to feel loved while also loving more.

The message is often about finding love or friendship, showing appreciation to others or pleasuring their senses.

Their brand voice is all about self-acceptance and self-love.

And by doing so, they’re leaving their consumers feeling special and connected to the brand.

These brands aim to keep in touch with their customers and have a long-lasting relationship with them.

They provide excellent customer service that keeps them obsessed with the brand (like The New York Times).

Images containing elegant script graphics and fiery red colors are commonly used as well (like CNN or BBC, for example).

Common image subjects include things like flowers, couples, and women.

Therefore, the culture within a Lover brand is to be as appealing as possible.

Lover brands inject passion into everyday life by celebrating the physical pleasures of being human.

Promoting closeness and instilling in their clients a sense of fulfillment and bliss.

4. Lover Archetype Use Case

The Lover archetype in general provides a good identity for brands, which helps people feel special and important.

Lover archetype is best for cosmetics, jewelries, fashion, and others.

These brands might be associated with qualities like high-quality, elegance, desire, valuable and youthful.

Lover Archetype Use Case

They often have functions associated with operating from a "passion first" ideology.

The Lover brands are usually priced above average—these are usually moderately to high-priced products.

The Lover archetype may be suitable for businesses that care about people and can help them connect or provide benefits.

In summary, the Lover brand archetype is intimate and sophisticated.

Culture is oriented towards promising beauty and greater sexual appeal.

Lover brands don’t want to be unloved, unwanted, and lose their identity.

For them, true love is their greatest ambition, and they are willing to go to great lengths to achieve it.

The Lover brands would do well in industries that involve fragrance, cosmetics, jewelry, fashion, and food.

5. Lover Archetype Levels / Family

Now, I wanted to let you know that there are 12 main archetypes, as I mentioned at the beginning of this article.

The Lover archetype family includes: Romantic, Companion, Hedonist, Matchmaker.

But there are also 4 sub-archetypes for each, so the Lover Archetype is like the representative of this family.

 Lover Archetype Levels / Family

You can also go deeper and explore other archetypes within the Lover family.

The difference between the Lover and other archetypes is that the top-level archetypes share more in common with other family members.

That is why they function as a unifying thread among each family member.

It’s like you have your own personality, and you may have a lot in common with your parents.

So here are the other four Lover Archetypes:

  1. Romantic— rand examples: Tiffany & Co. and Pandora Bracelets
  2. Companion—brand examples: Lassie and
  3. Hedonist—brand examples: W Hotel and Hallmark
  4. Matchmaker—brand examples: eHarmony and Airbnb

Even though I will not go deeper into explaining those sub-categories, at least you have some examples so that you can figure it out for yourself.

And if you want to learn more—I recommend these two books:

(1) The Hero and the Outlaw by Margaret Mark and Carol Pearson

(2) Archetypes in Branding by Margaret Hartwell and Joshua C. Chen

Lastly, please check out my Brand Strategy Guide, where I explain how to use archetypes to develop a comprehensive brand strategy.

Lover Archetype
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